Round 2 in Android One war: New phones may hit market by Dec-end

New Delhi: Enthused by the initial response to Google’s Android One, handset makers Karbonn, Spice andIntex are gearing up for round two with a slew of smartphone launches beginning December this year.

The first set of Android One devices were launched last week, priced Rs 6,399 onwards by Micromax, Karbonn and Spice.Karbonn is expected to be among the first ones to launch newer Android One devices in the country.

“Smartphone penetration in India still remains low and webelieve there is still a huge scope…We will look at bringingin a device by December-end,” Karbonn Mobiles ExecutiveDirector Shashin Devsare told PTI.

India is the first country where the US-based firm’sAndroid One devices have been launched.

Similarly, Spice is also looking at unveiling its secondAndroid One smartphone in the January-March quarter of nextyear, its Chairman and Group CEO Dilip Modi said.“Our intent is to offer consumers a wide variety ofproducts packed with features across various price points. We already have one of the most affordable smartphones withFirefox and we will continue to bring affordable devices tothe market,” he added.

Google is rolling out the programme, which aims to bringaffordable smartphone to the masses, across other markets likeIndonesia, Philippines, Pakistan, Bangladesh, Nepal and SriLanka will follow in the coming months.

It has also included new partners including Acer, AlcatalOneTouch, HTC, Asus and Lenovo, along with Indian brands likeXolo, Lava and Intex to bring in devices with variousspecifications across price points.

By associating with Google as part of the Android oneecosystem, Intex will offer customers an enhanced experience,something unique in terms of design, pricing andfunctionality, Intex Business Head (Mobile) Sanjay Kalironasaid.

“We are actively working on bringing out the device tothe market. It takes about 3-4 months for any final product tobe made available in the market,” Kalirona said but declinedto comment on when the device would hit the market.However, sources said Intex could unveil its device by January next year.

Analysts feel Android One will lead a fiercer competitionin the mid-range smartphone market with firms offering betterexperience at price points in the range of Rs 6,000-10,000.

While the initial launch of the Android One handsets wasdone in partnership with eCommerce firms Snapdeal, Amazon andFlipkart, the handset makers would sell them through brick andmortar stores as well, which will further fuel competition.According to research firm IDC, Micromax, Karbonn andLava (top 5 vendors among total shipment as well as smartphonesales) together accounted for over 30 per cent of the market (in both cases).

PTI